Michelin and the ROSYPE project have raised road safety awareness among 1,130,000 young people since 2009
Each year, 1,100 children under the age of 15 are killed in road accidents and another 100,000 are injured. In 2009, young people under the age of 24 accounted for one out of five collision fatalities in the European Union.
A European project
In light of this situation, Michelin and the European Commission initiated the European ROSYPE project in 2009 with the goal of building road safety awareness and education among 730,000 young Europeans age 6 to 25 over a three-year period.
ROSYPE uses three avenues to reach young people: school learning, learning by doing and driving simulators.
Results that speak louder than words
- 1,130,896 young people reached in 15 European countries (Austria, Belgium, the Czech Republic, Finland, France, Germany, Hungary, Italy, the Netherlands, Poland, Romania, Slovakia, Slovenia, Spain and the United Kingdom), versus an initial target of 730,000.
- 60,000 helmets and 600 bicycles distributed.
- 270,000 brochures published.
A high level of satisfaction and a powerful impact
- In Belgium, more than 90% of the young people were convinced by the Michelin driving simulator, which provided an eye-opening experience with an even greater impact than a classroom presentation. More than a quarter of the project participants said they intended to drive more responsibly.
- In Romania, the project had such a powerful effect that 99% of the young people said they would share the information with family and friends.
- Among the 6-12 age group in France, the Michelin Junior Bike experiment clearly raised road safety awareness, with 92% of the young people saying they now wear a helmet—a 22-point increase from 70% before the campaign.
Programs for each age group
- From 6 to 12 years: age-appropriate initiation to road hazards for young pedestrians and cyclists.
- From 13 to 16 years: awareness building for young scooter and motorbike riders and future motorists to instill the principles of responsible road use.
- From 17 to 25 years: information and training for young drivers to help them anticipate, recognize and avoid risks through a greater awareness of road safety.
Three types of programs, 45 events over 47 weeks
- 953,700 young people trained through school learning programs in nine countries.
- 103,000 young people trained through learning by doing programs in eleven countries.
- 55,200 young people trained with driving simulators in twelve countries.
Collaboration with local partners
In a number of countries, Michelin joined forces with local partners to deploy the project. These included the German automobile club (ADAC), the French road safety association (APR), the Belgian Responsible Young Drivers (RYD) foundation, the Austrian automobile club (ÖAMTC) and the Spanish road safety foundation (FESVIAL) and children’s road education association (Pequevial).